Charles Guilbeau is the vice president of consumer and shopper understanding for Ferrero North America. In this role, he is responsible for business intelligence, consumer insights and test marketing to inform brand and new product decisions. Prior to joining Ferrero, Charles was the vice president of consumer strategy and insights at Anheuser-Busch North America for a portfolio of leading beer brands. Previously, he spent four years consulting in the business strategy practice of Zyman Group management consultancy where he developed a successful practice in marketing effectiveness measurement for a number of clients, including Vodafone, Dow Chemical and Wendy’s. Charles began his career at The Coca-Cola Company and held various roles there in global insights, global brand marketing and strategic planning in the United States and Europe.